During our latest BW_Chat Twitter chat we were joined by digital marketer and technologist Ken Burbary to discuss how brands can use social media to gain valuable insights about their customers and audiences.

Ken has held digital leadership positions at Ernst & Young and Digitas and has worked with some of the biggest names in marketing, including American Express, Proctor & Gamble, Kraft, General Motors, Chevrolet, Delta Airlines, Walgreens, MillerCoors, Pfizer, the U.S. Navy and the U.S. Postal Service.

Read the recap below to read the conversation and points discussed, and follow us on Twitter at @Brandwatch for more insights direct into your Twitter feed.